Waitrose has launched its 2022 Christmas ad campaign, highlighting the dedication, time and effort that goes into every step of making the big day special.
The 60-second advert – set to the classic soundtrack of “It’s beginning to look a lot like Christmas” by Bing Crosby – was created by adam&eveDDB and shot by Academy Award-nominated director Henry-Alex Rubin.
The advert – which is making its television debut tonight during The Great British Bake Off final – highlights the hard work that Waitrose suppliers put in throughout the year, finishing with the message that ‘it’s the care we put in that makes Christmas this special’.
The working cast of real-life partners and suppliers are shown working in all weather conditions, from farmers smashing through ice to Brussels sprouts being picked in the torrential rain.
https://www.youtube.com/watch?v=wyuZfV3M6c4
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The ad will also run across video on demand platforms, cinema, BVOD, YouTube and online video, planned by MG OMD.
Waitrose head of marketing Emma Isaac said: “Christmas is a very special period, and we don’t often talk about the time and effort Waitrose Partners and our many farmers, growers and producers spend making the day magical for our customers.
“This year we wanted to do something different from the norm that’s inspired by our Partnership Purpose and builds on why Waitrose food is ‘Food To Feel Good About’. So, we decided the care, hard work and dedication of our suppliers and partners deserved the spotlight in this year’s campaign because at the end of the day we couldn’t do Christmas without them.”
adam&eveDDB creative director Matt Gay said: “It’s becoming increasingly difficult to stand out at Christmas, making it tempting to create epic narratives with heaving tables of food.
“But we just didn’t feel that was the right approach, considering the social climate. So when we saw a
script that had a unique take on Christmas, it felt like a refreshing way to go.”
MG OMD business director Hannah Gardner said: “This year we needed to diversify our channel mix, be smarter with our phasing and adjust to our audience’s behaviours; to overcome the challenges around inflation, scale and competition.
“Beyond AV, we have a multi-channel approach that delivers on impact and innovation, to really get our audience excited for what is to come this season from Waitrose.”
Waitrose is also launching a series of product adverts highlighting key products from its festive range, across broadcast, in print (national press, weekend supplements and foodie monthly titles), national out of home sites and digital display.
